PBB Creative Agency ᱨᱮᱱᱟᱜ FHG Brand ᱢᱩᱬ ᱠᱟᱹᱢᱤ: ᱠᱚᱨᱯᱚᱨᱮᱴ ᱯᱟᱹᱨᱥᱤ ᱫᱚ ᱜᱨᱟᱯᱷᱤᱠᱥ, ᱪᱤᱛᱨᱟᱝᱠᱚᱱ ᱟᱨ ᱫᱤᱥᱚᱢ ᱡᱚᱦᱟᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2021 A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱨᱩᱯᱟᱜᱨᱟᱯᱷᱤᱠ· 2021
FHG Brand ᱢᱩᱬ ᱠᱟᱹᱢᱤ: ᱠᱚᱨᱯᱚᱨᱮᱴ ᱯᱟᱹᱨᱥᱤ
PBB Creative Agency ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: PBB Creative
ᱜᱨᱟᱯᱷᱤᱠ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#123067 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
FHG Brand ᱢᱩᱬ ᱠᱟᱹᱢᱤ: ᱠᱚᱨᱯᱚᱨᱮᱴ ᱯᱟᱹᱨᱥᱤ ᱵᱟᱵᱚᱛ ᱛᱮ
FHG ᱵᱽᱨᱮᱸᱰ ᱫᱚ ᱥᱚᱞᱤᱰ-ᱥᱴᱮᱴ ᱤᱞᱮᱠᱴᱨᱚᱠᱽᱨᱚᱢᱤᱠ ᱠᱟᱸ�propᱠ ᱛᱮᱭᱟᱨ ᱚᱰᱚᱠ ᱠᱟᱹᱢᱤᱭᱟᱹ ᱞᱟᱹᱜᱤᱫ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱ ᱢᱤᱫ ᱠᱚᱨᱯᱚᱨᱮᱴ ᱯᱟᱹᱨᱥᱤ ᱠᱟᱬᱟ। ᱱᱚᱶᱟ ᱞᱚᱜᱚ ᱫᱚ ᱯᱩᱱ ᱛᱷᱚᱠ ᱠᱟᱸᱪ ᱨᱳᱯ ᱛᱮ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸ ᱢᱮᱥᱟᱣ ᱠᱟᱛᱮ FH ᱟᱹᱠᱷᱚᱨ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱫᱼᱟ, ᱡᱟᱦᱟᱸ ᱟᱥᱚᱞ ᱠᱚᱢᱯᱟᱱᱤ ᱧᱩᱛᱩᱢ ᱠᱷᱚᱱ ᱟᱜᱩ ᱟᱠᱟᱱᱟ। ᱠᱟᱸᱪ ᱴᱩᱠᱩᱡᱽ ᱠᱚ ᱨᱮᱭᱟᱜ ᱟᱨᱯᱟᱨ, ᱨᱳᱯ ᱟᱨ ᱛᱷᱚᱠ ᱠᱚ ᱫᱚ ᱯᱨᱚᱰᱟᱠᱴ ᱠᱚ ᱨᱮᱭᱟᱜ ᱜᱩᱬ ᱠᱚ ᱫᱮᱠᱷᱟᱣᱟ। ᱯᱟᱴ ᱟᱨ ᱱᱟᱣᱟ ᱪᱤᱱᱴᱷᱟ ᱫᱚ ᱧᱮᱞ ᱦᱚᱬ ᱠᱚ ᱛᱷᱮᱱ ᱛᱮ ᱛᱮᱭᱟᱨ ᱫᱤᱢᱮᱱᱥᱚᱱ ᱨᱮᱭᱟᱜ ᱢᱚᱱᱮ ᱮᱢᱟ। ᱱᱚᱶᱟ ᱯᱟᱹᱨᱥᱤ ᱫᱚ ᱢᱤᱫ ᱢᱤᱫ ᱫᱤᱥᱟᱹ ᱨᱮ ᱯᱮᱭᱟ ᱢᱤᱴᱚᱨ ᱞᱮᱠᱟ ᱤᱱᱴᱮᱨᱤᱭᱚᱨ ᱤᱱᱥᱴᱟᱞᱮᱥᱚᱱ ᱞᱮᱠᱷᱟ ᱦᱚᱸ ᱛᱮᱭᱟᱨ ᱮᱱᱟ, ᱡᱟᱦᱟᱸ ᱞᱚᱜᱚ ᱟᱨ ᱠᱟᱸᱪ ᱯᱨᱚᱰᱟᱠᱴ ᱠᱚ ᱢᱤᱫᱛᱮ ᱫᱮᱠᱷᱟᱣ ᱮᱱᱟ।
ᱢᱟᱱᱟᱱ
A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
FHG Brand ᱢᱩᱬ ᱠᱟᱹᱢᱤ: ᱠᱚᱨᱯᱚᱨᱮᱴ ᱯᱟᱹᱨᱥᱤ ᱫᱚ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱥᱩᱱᱫᱚᱨ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ FHG Brand ᱢᱩᱬ ᱠᱟᱹᱢᱤ: ᱠᱚᱨᱯᱚᱨᱮᱴ ᱯᱟᱹᱨᱥᱤ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- FH Group is the third largest all-base solid-state electrochromic glass manufacturer in the world. PBB designed a corporate identity using a combination of four layers of glass to form an FH. FH comes from the company’s original name Fan Hua, which in Chinese means Glorious City. While being a modern flat logo, it incorporates the initials FH into the design in a creative, simple and clear fashion. The colors were also carefully chosen to visually present company’s vision and culture.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- The logo and visual identity were adapted into real-life interior design installation of over 3m x 3m x 3m, presenting the visitors with a 3D representing of the logo. In addition to displaying the logo and brand strength, it is also a display of FH products.
- ᱴᱮᱜ ᱠᱚ
- Rebrand, Logo, Innovation, Graphic Design, Visual Identity, Interior Design
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- The corporate identity design was adapted into an interior design artwork, combining PBB's modern graphic design methodologies and FH Group cutting-edge solid-state electrochromic glass production technologies. This unique combinaison of creativity and technology delivers a glass architecture experience that transports visitors into a vibrant and colorful environment. This realization really shows the potential of a dedicated collaboration between client and agency.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- PBB wanted to represent FHG' products variety and communicate it into a simple artwork viewers could easily recognize and understand. As glass manufacturing is a traditional industry, the key challenge was to convince client to adopt a bolder design direction. Through several discussions, the client recognized the potential of the project and was brave enough to transcend the industry conservative culture.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- Through qualitative research and interviews with the client's sales people and top industry global clients, PBB discovered that the perception of global towards FHG and the Chinese glass manufacture industry was that it could deliver quality and low price product, but they were not recognized as global innovators. Therefore, the corporate identity used that insight to push a bold, innovative and modern design that would transcend the imagination of global clients and support B2B sales.
- ᱯᱨᱮᱨᱚᱱᱟ
- The key inspiration of this project comes from glass, the core product line of FH Group. The transparency, shapes and layers of glass pieces that form the logo reflect their product properties and functionality, but also depict the company’s vision to generate new technology and design new products. The logo offers a three dimension experience to the viewers, which hints a message that FH Group is evolving from a traditional industrial manufacturer into an innovative global company.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- This collaboration lasted from April 2020 to March 2021. PBB received the initial client brief in April 2020 from the client which in located in Nantong, China. The Research and Analysis phase then started and was completed by July 2020. The Logo and Visual Identity were designed from August to October, 2020. The Application and Interior Design phase lasted between November, 2020 and March 2021. The locations production locations were Beijing and Nantong, in China.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- The first step of the workflow involve interaction between client and agency to fully understand the client's product line and the company vision. The second step was an industry analysis and creative research to bring technical concepts and creative direction together. The third step was the development of a creative direction, logo design and visual identity. The fourth step was to bring the visual identity to life through a collaboration with interior designers. The final steps was the implementation of the visual identity in the client's production facility and communication materials.
- ᱯᱮᱴᱮᱱᱴ ᱠᱚ
- Trademark in registration process
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Agency: PBB Creative
Client: FHG
Team Members:
Julien Ranjard, Creative Direction
Joseph Chieng, Interior and Architecture Design
Katherine Yao, Law and IP Rights
Wei Wang, Art Direction
Liang Chen, Graphic Design
Shizi Han, Graphic Design
Lola Mechineau, Graphic Design
Zhanhong Huang, Graphic Design
Xizi Lisu, Account Management
Karen Gao, Project Management
Fan Tu, Research - ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- All images and designs were created by PBB Creative
ᱥᱯᱚᱱᱥᱚᱨᱰ
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ᱟᱞᱮᱭᱟᱜ ᱵᱤᱜᱽᱭᱟᱯᱚᱱ ᱥᱟᱹᱜᱟᱹᱭ ᱠᱚ ᱠᱷᱚᱱ ᱯᱨᱚᱰᱟᱠᱴ, ᱥᱮᱵᱟ ᱟᱨ ᱢᱚᱠᱟ ᱩᱫᱩᱜ ᱢᱮ᱾
ᱟᱨᱦᱚᱸ ᱠᱷᱚᱡ ᱢᱮ
ᱥᱟᱹᱜᱟᱹᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ
ᱢᱤᱫ ᱞᱮᱠᱟ ᱠᱮᱴᱮᱜᱚᱨᱤ ᱠᱷᱚᱱ ᱟᱨᱦᱚᱸ ᱯᱩᱨᱥᱠᱟᱨ ᱧᱟᱢᱟᱠᱟᱱ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱧᱮᱞ ᱢᱮ, ᱡᱚᱜᱭᱟᱛᱟ ᱧᱮᱞ ᱛᱮ ᱵᱟᱪᱷᱟᱣ ᱟᱠᱟᱱᱟ᱾
